Coca-Cola

Any company that has had to rely on a franchise system of independent bottlers for more than a century is no stranger to partnering. However, Chief Executive Douglas Daft is looking to new alliances to reinvigorate Coke, even if it means exploring alternative distribution systems. Daft has realigned senior management and hired former Turner Broadcasting executive Steven Heyer to spearhead global strategic planning, alliances and new ventures. Heyer reports directly to Daft and will create a team that will cut across Coke's geographic units, looking for new opportunities to leverage existing brands and competencies. All alliances and new ventures will report to him.

Coca-Cola also announced that it would be expanding its decade-old alliance with Nestlé, now called Beverage Partners Worldwide. The partnership, which markets Nestea and Nescafé, will add herbal beverages and expand into more countries.

With Disney, Coke's Minute Maid is working on a line of juices and other kids' drinks in containers featuring Mickey Mouse and Winnie the Pooh. There are also smaller partnerships, like its smart vending initiative with information technology firm Marconi Plc. The venture will apply Web technology to soft-drink vending. Marconi provides telemetry and networking, allowing Coca-Cola to check inventory in its vending machines. Customers will also be able to buy a Coke with their cell phones.

Says beverage consultant Tom Pirko, "Daft is very open to anything that will give Coke an advantage. So if you are someone who's looking to pair up, you're likely to find a friendly face in Atlanta." --William Heuslein

RUNNER UP

PepsiCoPepsi's Lipton Tea partnership with Unilever is a big reason why Snapple is no longer the king of iced tea. Pepsi also produces Frappuccino with Starbucks. Pepsi's Frito-Lay has teamed with Empresas Polar S.A. to expand in Latin America.

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